eBook: Six Data Signals to Predict Growth in Your Self-Storage Market

Decoding Market Momentum

It’s no longer enough to go with your gut. In today’s self-storage market, where competition is sharper, pipelines are fuller, and capital is more cautious, success hinges on knowing where the data is pointing.

The most effective operators and investors are those who recognize that behind every outperforming asset are signals: measurable, repeatable indicators that reveal where demand is accelerating, supply is tightening, and returns are most likely to grow.

 

Among the most predictive signals are:

  1. Supply per capita
  2. Historical rent trends
  3. Development activity
  4. Population and migration patterns
  5. Discounting and promotion usage
  6. Institutional interest and consolidation patterns

These six signals provide a clearer view of both current conditions and what’s coming next.

Consider Raleigh, North Carolina’s self-storage market. A few years ago, it was considered saturated until inbound migration spiked, permitting activity slowed, and rates stabilized. The data told a different story. Today, Raleigh is outperforming many so-called “hot” metros because its fundamentals now align with the signals.

This guide breaks down each of these indicators, helping you make smarter, faster, and more informed decisions whether you’re evaluating a new development, pricing a deal, or expanding your next phase of growth.

 

Key Highlights

  • Square Footage per Capita: Markets below the national average of 7.8 square feet per capita may have upside, but local context matters.
  • Rate Trends: Falling rents and a widening gap between online and street rates point to softening demand, while stable rates with fewer promos suggest strong pricing power.
  • Development Pipelines: High pipeline + falling rents = warning sign. It’s not just how much is coming, but whether the market can absorb it.
  • Migration patterns: Inbound growth, renter density, and household formation signal demand.
  • Promotions: Frequent discounts often point to lease-up challenges of weak demand.
  • Institutional Activity: Where REITs invest, long-term fundamentals are likely strong.

Bottom Line: Aligning multiple data signals gives you a sharper read on market opportunity and risk.

 

 

For a deeper understanding of how data can signal growth opportunities in self-storage, we invite you to download our eBook. Discover how these six key indicators can help guide smarter investment, development, and pricing decisions in a shifting market.

 

About the Author

Christine Wachsman, Director of Market Analytics

 

Christine Wachsman is the Director of Market Analytics at StorTrack, leading market intelligence efforts across self-storage and outdoor hospitality. With over two decades of experience in commercial real estate, she has worked as an economist and lead analyst for global investment management firms advising institutional and corporate clients. Her insights have supported investment decisions across various property types, including multifamily, office, industrial, data centers, and niche sectors. Christine brings a deep understanding of how economic, financial, and policy forces shape real estate performance, translating complex data into clear, actionable insights. She has served on industry panels and committees focused on innovation in real estate analytics and contributed to articles and research, underscoring her commitment to data-driven decisions.